Case profile
This medical practice wanted three things: more brand awareness, useful medical information for patients in its specialty, and more conversions and rankings for the website. Over the course of a year, Infront focused the content program on exactly those goals.
The editorial mix was the key. Timely articles caught people the week they were suffering from a symptom. Evergreen articles related to the practice kept providing value for years. And the team watched trends to publish quickly when interest spiked: allergy seasons, temperature swings, back to school, smoke inhalation from wildfires and more. Content that already performed well was kept current to protect its rankings.
The challenge
Medical content competes with national publishers, hospital systems and government health sites. A regional practice cannot outspend them. It can, however, publish faster on local and seasonal topics, write at the level patients actually read, and keep its best pages up to date. The challenge was turning a practice website into a destination for its specialty without a newsroom budget.
What we did
- Built an editorial calendar that balanced timely, trend-driven posts with evergreen reference content.
- Researched what patients were searching each season and published while the interest was live.
- Structured articles for featured snippets and "People also ask" placements with clear headings and direct answers.
- Refreshed existing high-performing pages rather than letting them decay.
- Tracked goal completions and appointment requests, not just traffic, so the program was judged on patients.
The results
The goal conversion rate rose 670% and goal completions rose 834%. Keywords in the #1 position increased 102% and keywords on the first page increased 129%. Appointment requests increased 1,052%, with 35 featured snippets and 120 "People also ask" placements won. The practice reported its best financial year on record. See how we build these programs on our content marketing page.
